PEMBERDAYAAN UMKM MELALUI OPTIMALISASI MEDIA SOSIAL SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA TOKO RUMAH SULAM DAN BATIK KOTA MEDAN

Abstract

The rapid development of information and communication technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies to enhance their competitiveness and expand market reach. Social media platforms, particularly Instagram and TikTok, have become effective tools for marketing communication due to their ability to facilitate interactive engagement between businesses and consumers. However, many MSMEs still face challenges in managing social media accounts, creating attractive promotional content, and utilizing digital features effectively. This community service program aimed to improve the digital marketing communication capabilities of the owner and employees of Toko Rumah Sulam dan Batik in Medan through the optimization of social media utilization.

The program employed a participatory approach consisting of observation, training, demonstration, hands-on practice, and evaluation. The training materials included digital marketing communication, optimization of Instagram and TikTok features, utilization of TikTok Live, and techniques for creating simple promotional digital content. Participants were also guided in producing product photos, writing persuasive captions, and developing social media content suitable for marketing purposes.

The results demonstrated an improvement in participants’ understanding of digital marketing communication concepts, social media management, and promotional content creation. Participants gained practical skills in utilizing various Instagram and TikTok features to increase audience engagement and promote products more effectively. Furthermore, the training enhanced participants’ ability to create more informative and attractive digital content that supports business promotion activities.

In conclusion, the community service program successfully strengthened the digital marketing capacity of the partner MSME. The optimization of social media utilization contributed positively to improving participants’ knowledge and skills in digital marketing communication. Continuous mentoring is recommended to support branding development, content quality improvement, and sustainable digital marketing implementation.